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Every sales professional has been there: the last-minute demo invitation, the hurried introduction, and those four words that strike dread into any solutions engineer's heart: "Do what you normally do."
It sounds harmless enough. After all, your presales team is talented—they can think on their feet, they know the product inside and out, and they've delivered countless demos. But this common practice is quietly eroding your win rates, one unprepared demo at a time.
The Hidden Cost of "Winging It"
When a solutions architect joins a call without context, they're not just starting from zero—they're starting from negative territory. They have to rebuild trust that should have already been established. They're asking questions the prospect has already answered. They're demonstrating features that may be irrelevant while glossing over the capabilities that could actually solve the buyer's most pressing problems.
The prospect notices. They're wondering why they need to repeat themselves. They're questioning whether your team actually understands their business. And most critically, they're comparing this experience to your competitors who came prepared.
Your presales professional will likely deliver a competent demo—they're skilled at what they do. But "competent" rarely wins deals. Personalized, contextual, and strategically aligned demos win deals.
The 15-Minute Solution
The fix is deceptively simple: institute a mandatory 15-minute pre-demo briefing between account executives and presales before every demonstration.
In this brief alignment session, cover the essentials: What pain points has the prospect expressed? What are their desired outcomes? Who will be in the room and what are their roles? What language and terminology do they use? What does success look like for this particular buyer?
These 15 minutes transform your demo from generic to personalized. Your solutions architect can walk in ready to speak the prospect's language, address their specific challenges, and demonstrate exactly the capabilities that matter most to their situation.
When Preparation Fails
Of course, reality isn't always perfect. Sometimes you'll find yourself on a call without adequate prep time. When this happens, don't pretend you have context you don't. Instead, pivot to smart discovery. Ask insightful questions early in the call, focus on one or two highly relevant features based on what you learn, and commit to a personalized follow-up with a tailored video or walkthrough.
This approach maintains credibility while acknowledging the reality of the situation—and often creates a second touchpoint that keeps the deal moving forward.
The Bottom Line
Every unprepared demo represents a missed opportunity. Not because your product isn't good enough or your presales team isn't talented enough, but because you're making them fight with one hand tied behind their back.
Sales is a team sport. The best teams don't just share leads—they share context, strategy, and ownership of the buyer's experience. That starts with 15 minutes of preparation and a commitment to never again ask your presales team to "do what they normally do" without giving them what they need to succeed.
